Marketing Research at P&G
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Case Details:
Case Code : MKTG075
Case Length : 12 Pages
Period : 2003
Pub Date : 2003
Teaching Note :Not Available
Organization : P & G
Industry : FMCG
Countries : USA
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Excerpts
Marketing Research Tools Used by P&G
P&G employed market researchers for every product
division. The company also had two independent in-house research
groups which were responsible for advertising research and market
testing...
Qualitative Research Tools
P&G undertook qualitative research to generate new ideas for product and market development.
The researchers engaged the customers in detailed discussions over different features of the company's products.
As a result, the personal interaction between the researchers and the consumers was high.
The major qualitative research tools used by P&G included focus-group discussions, in-home visits, in-context visits and in-store interviews...
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Quantitative Research Tools
P&G also employed quantitative research tools extensively. These tools helped in generating new product ideas for P&G. While the sample sizes for quantitative research was usually larger, the personal interaction between the researchers and the respondents was minimal...
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Conducting Marketing Research Online
P&G conducted online concept tests to get feedback from consumers. This feedback helped it in new product introduction and launching improved versions of existing products...
The Benefits
P&G's online MR surveys saved considerable time and costs for the company. Using traditional methods, a consumer survey cost the company around $50,000 and took at least three to four weeks... |
Exhibits
Exhibit I: P&G's Business Segments
Exhibit II: P&G & its Subsidiaries - Consolidated Earnings
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